Technology turns up the fashion dialogue
-JENNA CLARKE
THE clothes on the catwalk may not be available for six months, but the style inspiration from Mercedes-Benz Fashion Week Australia has been instant thanks to camera phones, flattering filters and virtual pinboards.
Even before the shows began on Monday morning with Romance Was Born, photo-sharing apps, Instagram accounts and Pinterest boards of some of Australia's most revered designers and magazines brimmed with previews of the coming season.
Fashion Week has become a social media circus. The event is no longer reserved for industry insiders; this year, all you need to gain access is high-speed broadband.
In her recent column, Shop Til You Drop editor Justine Cullen summed up the Instagram app, which Facebook bought for $1 billion: "Everyone's more interesting and everything's more beautiful on Instagram. It's like champagne goggles for life."
Fashion publicist Marie-Claude Mallat says social media is no longer "an optional extra" and Harper's Bazaar editor Edwina McCann says Instagram coverage is now included on the agenda of the magazine's daily news meeting.
Online magazine Broadsheet has six Instagram ambassadors - including stylist Yasmin Sewell, model Montana Cox and hairstylist Richard Kavanagh - covering Fashion Week, while Marie Claire editor and publisher Jackie Frank considers apps such as Instagram and Pinterest to be the final touches to her team's "360 [degree] communication tool".
Publicist Rae Begley encourages her clients to embrace Instagram and Pinterest as "all the style makers are on there … It's the Facebook of the moment."
While his show at The Tent was a flurry of Great Gatsby-meets-Dynasty proportions, Aurelio Costarella's Instagram posts were already alive with looks that Daisy Buchanan and Alexis Carrington would wear to a garden party at Downton Abbey.
The designer spent the lead-up to showtime fitting models, fielding questions from journalists and snapping images, then applying an X-Pro II filter sheen and posting them for his 1100 Instagram followers.
Even before the shows began on Monday morning with Romance Was Born, photo-sharing apps, Instagram accounts and Pinterest boards of some of Australia's most revered designers and magazines brimmed with previews of the coming season.
Fashion Week has become a social media circus. The event is no longer reserved for industry insiders; this year, all you need to gain access is high-speed broadband.
In her recent column, Shop Til You Drop editor Justine Cullen summed up the Instagram app, which Facebook bought for $1 billion: "Everyone's more interesting and everything's more beautiful on Instagram. It's like champagne goggles for life."
Fashion publicist Marie-Claude Mallat says social media is no longer "an optional extra" and Harper's Bazaar editor Edwina McCann says Instagram coverage is now included on the agenda of the magazine's daily news meeting.
Online magazine Broadsheet has six Instagram ambassadors - including stylist Yasmin Sewell, model Montana Cox and hairstylist Richard Kavanagh - covering Fashion Week, while Marie Claire editor and publisher Jackie Frank considers apps such as Instagram and Pinterest to be the final touches to her team's "360 [degree] communication tool".
Publicist Rae Begley encourages her clients to embrace Instagram and Pinterest as "all the style makers are on there … It's the Facebook of the moment."
While his show at The Tent was a flurry of Great Gatsby-meets-Dynasty proportions, Aurelio Costarella's Instagram posts were already alive with looks that Daisy Buchanan and Alexis Carrington would wear to a garden party at Downton Abbey.
The designer spent the lead-up to showtime fitting models, fielding questions from journalists and snapping images, then applying an X-Pro II filter sheen and posting them for his 1100 Instagram followers.
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